Automatic Watches


Now that so-called “intelligent watches” have entered our lives, I want to defend even more the – let’s call it traditional – manufacture of automatic watches, which have been around for a long time. I’m not against this new category of watches, indeed, I think competition is necessary, even if it only serves to reaffirm a brand’s identity. But I honestly don’t understand the commotion surrounding them or the amount of press and news coverage that’s been dedicated to them. I think it’s been more in response to a very powerful marketing campaign than to the originality of the product or anything new it might offer us. The most pessimistic (or self-interested) commentators even predict the end of the traditional watch industry. So, why am I saying this? Read more